How to prepare your Email Marketing strategy?
Black Friday, one of the biggest events in the commercial world, is just around the corner. In the previous post we already gave you some tips on how to prepare your e-commerce for the arrival of these sales. Take a look if you still don't know how to start developing your Digital Marketing strategy.
Today we have prepared a basic guide on how to prepare your Email Marketing strategy, so that you can get the most out of your tools and your database.
Although Black Friday in 2022 will be on November 25, no e-commerce should waste the thematic opportunity that this event provides. Keep track of your customers thoroughly and provide information, calls to action and try to maintain fluid communication with them. Here are the most important tips for your Email Marketing strategy that we have learned for this Black Friday:
Design your database for Black Friday
The key to success in any e-commerce is the list of subscribers you have acquired throughout the year. These emails will serve to inform you of promotions and the countdown until the time of the sales arrives.
Make sure that these emails are useful, that is, that they belong to active users, as this will allow you to reduce your efforts. Check that these emails are not spamtraps, as they will send you to blacklists. To avoid falling into this, do not buy email databases, but get them organically.
Hold on to your Email Marketing tool
This is the time when users get the most advertising. In the weeks leading up to Black Friday, the CPC (cost per click) of SEM campaigns begins to rise, with the aim of getting more traffic to your website.
While you shouldn't neglect this very useful tool, one way to combat this is to focus your efforts on a good Email Marketing campaign. While the CPC increases and represents an expense that you may not be able to afford, the cost of the email marketing tool you have hired does not vary.
How to Write a Subject Line for Black Friday Email Marketing
Users subscribe to a huge amount of advertising throughout their lives. This is both good and bad news. The bad news is that your email can easily go unnoticed. The good news is that we are going to give you two keys to increase the opening rate of your emails:
Make them attractive without falling into clickbait
Clickbait generates distrust and rejection in the user, so it is something we should set aside; our objective is the opposite. Subjects such as “Black Friday Offer” or “Black Friday is here” are very hackneyed and generic; nowadays, what matters is personalization, making the user feel part of the theme.
Emails are usually opened from a mobile device, as they are always within reach. You should take this into account when writing the subject, as it cannot be too long if you want it to be seen in its entirety. To do this, you can use templates that adapt well to this format.
One-on-one communication
Your subscribers expect personalized attention to their needs and desires. The data you have collected throughout the year will be very useful in your Email Marketing campaign. Leave aside the typical “Hello *NAME*”, give free rein to your ingenuity by using the database and try to send content that is relevant to the user. In this way, you avoid your efforts ending up in the email recycle bin or in the Spam folder.
Examples of Black Friday Email Marketing Campaigns
There are a wide variety of campaigns to send your emails. Depending on your campaign design and the segmentation you have prepared for your users for this Black Friday, you can generate:
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Expectation campaign : sending emails before the date arrives, taking advantage of the days leading up to it and generating engagement with your subscribers.
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Regressive campaign : generating urgency works with the intention of generating immediacy when acquiring sales.
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Campaign with freebie : free gifts associated with the promotion can be decisive when it comes to completing the sale.
As we have shown you, the Email Marketing tool is a great opportunity to increase your visibility and your sales. Dust off your database and get the most out of it through mailing campaigns.
